Vegemite taps into Aussie greatness in new brand platform via Thinkerbell

Is there a reason Aussies punch above their weight in sport, science and culture? Vegemite thinks so - and it’s putting that theory to the test with Makes ’Em Mitey, a new brand platform that reframes the iconic spread as Australia’s secret weapon.

Launched via Thinkerbell, the campaign leans into Vegemite’s long-standing role in powering minds and bodies, thanks to its richness in B vitamins.

It’s a shift from nostalgia to performance, positioning the jar not just as a pantry staple, but as a badge of Aussie greatness.
Mary Stafford, Bega’s brand director, said the work reflects the boldness of the product itself.

“The Vegemite jar has been a staple inside Australian pantries for generations,” Stafford said. “As one of the richest sources of Vitamin B, it’s been powering Australians’ minds and bodies. We’re thrilled with the Makes ’Em Mitey campaign and this bold new approach to match the bold flavour we’ve always had.”

Visually, the campaign borrows from the high-impact world of sports advertising, casting real Aussie kids with genuine talent and treating them like elite athletes in their element. The iconic red-and-yellow jar features throughout the creative as a training staple, a symbol of pride, and a visual anchor for the brand’s new positioning.

Thinkerbell’s executive creative tinker, Jonny Rands, said the idea was to elevate Vegemite from cultural icon to performance enhancer.

“Is Australia really the lucky country? Or do we have a secret advantage?” Rands said. “This new platform unmistakably heroes Vegemite and its benefits for the next wave of successful Aussie legends.”

The campaign builds on the success of Tastes Like Australia, which returned the brand to growth and earned a silver Effie for long-term effectiveness. Makes ’Em Mitey signals the next evolution - one that’s more active, more confident, and more future-facing.

The work rolls out across out-of-home, digital, retail and packaging, with a full calendar of activity to follow.